As you may have heard or seen, our company recently changed its name. Here are three reasons this matters to you: 1) it’s an important announcement people are talking about; 2) as operators, you follow branding decisions in the industry; and 3) we share an interest in driving growth.
When we rebranded last month, we left behind the corporate names that reflected just one of our magazines—CSP Information Group, CSP and CSP Business Media—and adopted Winsight. At one point, the CSP names represented a compelling brand identity. But not anymore. Today, our company is bigger, our offerings are broader and we are excited about the future. So we wanted a name that sounds like the company we have in mind.
We regularly discuss the importance of brands in these pages and at our events. You have marketing departments and agencies dedicated to promoting your brand and differentiating your products from others in the market, and their insights are invaluable. To that end, I thought I’d share a few lessons we took away from our own rebranding process:
- First, hire an expert. With something as potentially emotional as a name change, there is value in objectivity and experience.
- Second, get buy-in. There is more to the process than just changing the name if you expect your employees and customers to be onboard. The best names convey what a company/product does, how what it does improves constituents’ welfare and the personality traits that best describe a company’s way of being.
- Third, go with your gut. I learned the hard way that you can’t please everyone, so don’t try.
The rebranding was an integral part of our five-year plan. It’s an important step in Winsight’s growth strategy because the name is emblematic of the type of company we are and aspire to be. We’re no longer a traditional publisher. We provide our customers access to the most credible source of industry market intelligence in the country. Our industry-leading media assets and world-class events act as platforms from which to broadcast winning insights. For more, check out our new website at winsightmedia.com.
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